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eBay and Google Team Up: How it Impacts You

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“Initially, AMP was primarily tuned for publishing-based content, but it has much promise in the ecommerce world.”

— Senthil Padmanabhan, principal Web engineer at eBay

Several years before came into existence, eBay was the premier eCommerce platform for sellers of just about anything. Since Amazon’s rise to complete ubiquity and digital retail dominance, however, eBay has been playing second fiddle. Things have not been looking too optimistic over at the eCommerce website — earlier this year the company’s stock fell a full 13 percent after publishing its disappointing fourth quarter 2015 results. Despite recent struggles, eBay is far from throwing in the towel. At the end of June, the company announced that it would team up with one of the most powerful forces on the Web: Google.

Through the news section of its website, eBay announced that it is “. . .working on delivering faster mobile browsing experiences leveraging the open source AMP Project.” For those who are unfamiliar, Google’s Accelerate Mobile Pages Project is a method of delivering mobile content at lightning speed and optimizing experiences for small screen devices.

eBay revealed that pages discovered and visited from Google search will enhance the speed for those item listings, and that moving forward, the company is aiming to achieve “. . .full-fledged e-commerce experience in AMP.” 

That is exactly what they are doing. There are currently about eight million eBay pages leveraging AMP, and many more on the way.

One of the main reasons for eBay’s AMP adoption is mobile’s rise as the site’s fastest growing sector. This should come as no surprise considering that mobile use is growing in prominence around the world. As it stands, more than half of all Google searches across the world take place on a mobile device. Moreover, Business Insider predicts that 45 percent of eCommerce transactions will occur via mobile by 2020.

This integration with AMP technology is a wise move on eBay’s end; especially when you consider that mobile is still something of a Wild West environment, as eBay’s principal Web egineer, Senthil Padmanabhan, noted:

“Currently, when users click from a link on a mobile device, they are not sure what sort of experience they’re going to get. They may get a mobile optimized website, they might get a desktop-centric page, or they can get an ad that splashes right in the middle of the screen when not expected.”

He continued by saying, “When you build out pages with AMP you are consistently guiding users to a solid, fast user experience. Working with AMP includes leveraging best practices that ensure the best mobile Web experiences.”

Incorporating this technology into its platform sets the stage for eBay to eliminate many barriers from the current, somewhat clunky, mobile shopping experience: clicking wrong links due to undersized tabs, slow loading pages, and several other problematic format issues. Eradicating these impediments will help lead to a higher level of traffic and conversions.

As much as this assimilation will aid eBay’s efforts, it benefits Google just as much, if not more, by helping to keep more activity on the Google search engine and out of applications; an issue that the search phenom has been struggling with as of late.

While this is great news for both eBay and Google, what exactly does this alliance mean for small businesses across the Web?

AMP Tragedy?

With eBay integrating AMP into its platform, there is a good chance that more traffic will be driven to its site from places like Google. If your brand is currently selling products through eBay, then this is clearly good news. A boost in visibility can quite possibly lead to a boost in revenue. But if you are not selling merchandise on eBay, the news isn’t really that bad there either.

Google’s AMP Project is open source, which means that it is available for anyone to use. You can find the company’s HTML source code on its GitHub page for your business to leverage as well. While it may be challenging to compete with sites like eBay, your business is already competing with them, Amazon, and a myriad of others. Incorporating AMP into your platform, however, will potentially allow individuals to find your products easier, and compare prices with other outlets quickly and comfortably. If your advertised price is lower, they are more likely to shop on your site.

The same advantages that Senthil Padmanabhan mentioned for eBay can be equally gained by your company:

“The biggest benefit we get from leveraging AMP is that we improve experiences for users who come to eBay from external platforms such as Google, Twitter etc. We can give them a speed-optimized experience that gives them more context than they would otherwise have. They see relevant item listings very quickly and can make instant comparisons. Lots of users search for items in search engines, and many of them do so for price comparisons when they are in a physical store. Sometimes, when users are exploring products from a mobile device, they have a hard time getting the information they need because mobile networks can be slow. This is where AMP comes into play. It helps us to deliver a speed-optimized mobile browsing experience.”

Website performance on both desktop and mobile are critical to user experience. Integrating AMP technology with your site can only help your efforts of increasing visibility, speed, traffic, and sales. Additionally, AMP is only poised to grow as mobile use continues to skyrocket and surpass virtually every other type of device.

Adopting AMP now gives you a competitive edge over your direct rivals, and can allow you to go toe-to-toe in the price category with many larger retailers as mobile users compare their options. As Google’s Webmaster Trends Analyst, Gary Illyes, said, “. . . pay attention to AMP. It’s going to be really big.”

Do you plan on integrating Google’s Mobile Accelerated Pages into your platform? What drawbacks do you foresee with this alliance between eBay and Google?

About the author


Tina Courtney

Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile


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  • hello dear,
    Nice article.Now Google SEO & eBay SEO will enjoy the presence of White hat.

    Sagar Ganatra

  • I think its quite too early to conclude that AMP is all that great…I feel ebay decided to indulge in it because they are obviously experiencing a crash in terms of revenue and customers.

    Hopefully, this is a good deal.

  • As long as eBay charges for each and every item listed on their platform (regardless of whether the Seller sells and makes a profit of it or not), eBay will keep going south. No collaboration with Google (or anybody else for that matter) will save it.

    I, for one, intended to list my products on eBay and, when I found out that they started charging for each and every listing beforehand, I definitely and irrevocably changed plans. Now, I will be selling through Amazon.

    Coincidentally (…???), immediately after this policy change, 80% of all the eBay Sellers that I used to buy stuff from have abandoned and/or closed their eBay stores and are switching platforms (Amazon, Etsy).

    I used to think that that the people who run eBay knew what they are doing. Apparently, they don’t … Even a first year Business student would understand this is a stupid practice …

    By the way, I hear that Wanelo is going down the same path, lately ? Anyone willing to bet that they will start going south as well ?

    Greed is a terrible thing, isn’t it ? And it has the same results as “hybris”. In the end, the Gods always punish greedy people (or companies, in this case).

    Which, of course, makes me smile because I really hate it when people/companies become too arrogant and think they can squeeze the living daylights out of Sellers/Consumers because they have a “dominant” market position. The only “dominant” market position is that through which a company seeks to provide the best service possible. Not when they think they can extort us. So, I’m not sorry for them at all. They are getting what they deserve, in my opinion.

  • I’ve heard about this AMP since March 2016, but till now, I do not know how to use it. I needed to learn more. Yes of course, with its increasing smartphone users, this indicates a serious thing to be able to provide services with smartphone capabilities.

  • Saying eBay is partnering with Google on Amp is like saying I partnered with General Motors when I bought my new car. Well at least I spent money on the car and GM got that.

    You understand AMP is open source and FREE right? eBay is simply attempting to optimize for mobile views and quite frankly thay are doing a crap job of it. When I say crap I mean they are doing a worse job of implementing a mobile view of listings than your average WordPress Theme does.

    The only part that Google has in this is that they developed Amp. In order for there to be a partnership with Google there would have to be something in it for them and as the crickets over at eBay can atest, eBay will not spend a dime toward Google to bring in traffic.

    Oh, one other very crucial bit of info that wasn’t mentioned. AMp relies on traffic coming into eBay from Google, well good luck with that as there hasn’t been any significant amount of traffic coming into eBay via Google in what 2 years now. That situation is so bad that eBay took away sellers tools to monitor traffic so they couldn’t see exactly how bad it is but there are still ways to get a decent view of traffic.

    Too little too late for eBay and a steady stream of lies out of the gob of Wenig just to keep the gullible few paying for listings until eBay is no more, or at least until an eBay that isn’t a giant Chinese poor imitation of Amazon is no more!